HBO has launched its first TV campaign dedicated entirely to Blu-ray Disc. This campaign, with the tagline “Unleash HBO on Blu-ray”, will run through Christmas on “male-centric shows and networks”, and aims to promote the studio's Blu-ray library to consumers who buy or receive BD players during the holidays.
“We traditionally advertise HBO DVD titles in the fourth quarter to promote top-of-mind awareness during the holiday retail period,” said Meredith Vincent, VP of marketing at HBO. “This year we have shifted our holiday campaign focus to Blu-ray. Our goal is to build awareness for HBO on Blu-ray, and specifically for shows like '
True Blood', '
Band of Brothers', '
Rome' and '
John Adams'”.
As previously reported (see blu-ray.com,
December 6), TV shows generally aren't selling on Blu-ray as well as movies. However, according to Vincent, HBO is doing good, as its audiences demand the top-quality product, and many HBO shows feature particularly cinematic TV imagery, which is best shown in Blu-ray.
“Where possible we provide the consumer with more than enhanced picture and sound—we provide robust, immersive content that allows the fan and Blu-ray buyer to dive deeper into the program they love,” she said.
HBO is currently exploring which older shows (apart from '
The Sopranos') to release in Blu-ray. “We are evaluating catalog releases on a case by case basis,” said Vincent.
HBO's shows planned for 2010 include '
True Blood: The Complete Second Season', '
Hung', '
Bored to Death', and '
Entourage'.